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Web Presence Optimization: Building Community & Reaching New Residents Online
 

Web Presence Optimization: Building Community & Reaching New Residents Online

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Online marketing used to be a relatively streamlined task for property marketers, with one central and overarching mission: drive qualified visitors to your property sites and ILS listings. Today, ...

Online marketing used to be a relatively streamlined task for property marketers, with one central and overarching mission: drive qualified visitors to your property sites and ILS listings. Today, online media and the ways that your residents and prospective residents are utilizing that media has fragmented to the “n”th degree – people are searching, surfing and socializing online in ways no one could have predicted even a few short years ago. Renters now can truly experience your communities and what it’s like to live in them in an entirely virtual environment – from awareness, to engagement and re-engagement, to credibility references, to word of mouth, there is a world of information about YOU available online…and in many places that you not only don’t control, but that exist entirely without your knowledge. So how do you positively nudge a prospective renter down a path that starts with community awareness and ends with a new lease, all the while proactively managing this new process by which residents research rental options online? This session will cover many important, of-the-moment topics, among them:
What is “web presence optimization”, and how does it differ from traditional SEO and SEM?
• How are your residents and potential residents REALLY using the web today?
• What is the value of “social media” and where does it fit in to the “new” web?
• How is Google changing and what does it mean to you and your communities?
• Is it wise to make decisions regarding the allocation of scarce resources based on “last click” lead attribution?
• What does the online “publishing revolution” mean for your online marketing efforts?
• How do various, seemingly unique online marketing efforts integrate and impact one another?
• What are some actionable, simple ways to kick-start a comprehensive web presence optimization effort?

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  • Intro – What is the new web:Old (Web 1.0): The totality of your communities online existence = your property website(s)New (Web 2.0): multiple places to experience, engage with, verify others experiences, with your communities (Places/local listings, Facebook, Twitter, Flickr, Youtube, blogs, ApartmentRatings, etc. etc.), many of these places existing outside of your direct control (someone talking about their experience with you on their personal Facebook account, etc.)Old: Static website, never or rarely changing. Google was like the Library of Congress, a mass repository of anything historically documented on the web about any given subject/topicNew: Fresh, engaging, relevant content – brought on by publishing revolution (publishing friction/barriers lower, publishing increases - facebook, blogs, twitter) and Twitter launching the new focus on “real-time” search. Google’s algorithm now accounts for fresh content that is relevant and engaging (using “social signals” to measure relevance like positive review, fans, followers, etc.).Big Challenge: How does a business positively influence the discussion in all these different places, respond quickly to third-party negative content, and proactively manage and control online reputation….all the while continually pushing out new “stuff” that their community of interest finds interesting and engaging?
  • Within this new “Web 2.0” environment, how do we frame prospective new residents online behavior. Within three core activities:Searching, Surfing & Socializing.Renters are searching online for places to live – you have the opportunity to “pull” them to you.Renters are surfing the web and browsing their favorite sites – you have the opportunity to “push” your messaging and awareness of your properties, in a very specific, targeted fashion.\\Renters are socializing, asking their social circle for suggestions on living options, reading reviews, and checking out your community.
  • Brief review of information in slide
  • Most businesseshave one static site (property and/or regional site), but your renters are finding you in many different places throughout the Web.We define these places as:Your Site(s):Your website, blog or profile page.Local Directories: Google Places, Map listings, Reviews,etc.Social Media:Facebook & TwitterContent Sites :YouTube, Flicker, etcThere are literally thousands of these sites…..
  • Right now, everyone is talking about Facebook & Twitter (and for good reason), but (as you can see) there are many roads leading to your properties...objective is to pave those roads and make them super highways.Renters consult multiple online sources as they become aware of a community and then verify it’s desirability, before ultimatelychoosing where to tour.Of the 71 percent of apartment hunters already active with social media, obtaining supplemental information including recommendations, visuals and special offers topped the reasons they tap these websites during their apartment search. So now you know the theory, here’s how this dynamic might play out in practice….[next slide]
  • Here’s an example of how this process might look. Story of “Joe”: http://justinmink.ca.st/53989/2011/01/26/the-story-of-joe-aka-how-apartment-renters-choose-where-to-live-in-2011.html
  • Two primary, broad ways to implement a comprehensive web presence strategy:Buying & Build presence to optimize your web presence.Web Presence Optimization (more consumers finding and engaging in more places) has replaced the old SEO (the totality of your online existence was your website, and SEO was attempts to drive traffic to that singular destination)
  • Buying and building presence in practice – very brief description of paid search, brief overview of new local listing structure and the paramount importance of claiming and optimizing (to the extent possible) Places listings, along with a few caveats about ownership (Places listings are Google properties)
  • Next, enhance your web presence by publishing fresh new content in the many places that your community can engage you. Build community (fans, followers) + generate positive reviews = increased discoverability (search & social) to take advantage of Google algorithm updates
  • Buying and building work together to help you dominate shelf space and control how your brand is presented. Advertise (buy), and publish (build) – google places, facebook, twitter, yelp, apartmentratings.com, blogs, Flickr, Youtube, etc
  • How the “Buy + Build” strategy ties in to the “Three Conversations” renters are conducting online – Search, Surf and Social
  • The benefits of an optimized, integrated web presence program are multi-fold: generate referrals and build community through social discovery (Joe finding his buddy on Facebook), 2) generate good will and community advocates/evangelists = credibility with renters AND Google, which will lead to, 3) more roads that lead to you and are controlled by you, paved and expanded to become super highways…dominate that search engine results “real estate” (or “shelf space”) and increase your market share
  • Summary slide

Web Presence Optimization: Building Community & Reaching New Residents Online Web Presence Optimization: Building Community & Reaching New Residents Online Presentation Transcript

  • Web Presence Optimization:Building Community & Reaching New Residents Online
    Presented by Justin Mink
    ReachLocal MultiFamily
  • Three Conversations Online
    Renters are searching, surfing & socializing
    Social
    Prospect
    Prospect
    Search
    Surf
    Property
  • Consumers are online
    Searching
    16B
    87
    %
    of consumers searched for local business
    Monthly searches
    Surfing
    2B
    38B
    Monthly Yahoo! pageviews
    Daily YouTube video views
    60%Online
    Socializing
    150
    55
    Daily active Facebook users
    Daily time spent by avg. user
    40%
    Offline
    minutes
    million
    Reviewing
    Media Consumption
    (per week)
    86
    90
    %
    %
    Consult reviews before buying
    Trust online reviews
    Sources: Forrester, Pew, Nielsen, HitWise, Borrell, Kudzu
    3
  • You Have:
    a static website & one way to be found
    You Need: a fresh Web Presence & many ways to be found
    Your Sites
    Local Directories
    Social Media
    Content Sites
    More Quality Content Published in More Places = More Residents
  • How consumers find & engage you
    Content Sites
    Site & Blogs
    Reviews & Reco’s
    Directories
    Social
    Location-based Services
    Search
    Engines
    Your
    Communities
    Deals
    Across your entire Web Presence, not just your website
    5
    How prospective renters are deciding where to rent!
  • How consumers buy now
    Learns more about your property
    SMB
    SMB
    SMB
    SMB
    SMB
    SMB
    SMB
    SMB
    Checks your reputation
    6
    Searches
    for an apartment
    Hears from friends
    Checks for
    deals & offers
    At each point you can engage and convert them into customers
  • You need a Web Presence strategy
    Buy Presence
    +
    Build Presence
    +
    Convert Customers
    SMB
    7
  • new local search results
    So consumers rely on Google for local search info
    Paid ads
    Map now top right and stays there – map pin now same as organic rank
    Now predicts a local query and displays all local business listings
    Reviews provide indicator of quality
    Much more info on each listing
    Place page link to Google’s detailed profile of the business
    PageRank™ algorithm updated to better help consumers find a local business
    8
  • new local search results
    Changes to PageRank algorithm to improve quality of local listings
    Inbound Links
    Social Pages
    Fans & Followers
    Google Place Page
    Site & Blog
    Reviews
    +
    +
    +
    +
    Social Bookmarks
    SOCIAL AUTHORITY
    REPUTATION
    CONTENT & LINKS
    Prominent Organic Rank
    =
    How soon until it impacts Quality Score for AdWords?
    9
  • 11
    Web Presence strategy
    Buy
    Build
    +
    (Advertising)
    (Content Marketing)
    Search
    Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more…
    Surf
    Thousands of top news, entertainment and review sites
    Social
    Facebook and Twitter, the top social media networks
  • Web Presence BenefitsMore Content. More Places. More Customers.
    Search
    Discovery
    Social
    Discovery
    Reputation
    Apartments in Dallas
    10 Tips for Moving
    Stone Bridge Apartment
    Stone Bridge Apartments
    Great Article – you need to check it out.
    Increase your online word-of-mouth through quality content that consumers share across the social web.
    Improve your reputation with more positive content on search engines and review sites when consumers search for your name.
    Increase your discoverability on search engines & local directories with fresh content on more sites.
  • In summary…
    Strategy for maximum discovery combines paid and organic search
    KEY
    Takeaways
    Paid search ads are still the fastest way to drive quality traffic/leads, but you also need…
    A fresh stream of quality content including reviews and social media marketing to improve organic rank and reputation
    This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)
    13